customer engagement engine for spark and standard editions

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Customer Engagement engine for Spark

and Standard Editions

Cheryl Chavez

Director, Product Management

August 27, 2013


Basic Drip Nurture

Positives

• Fire and forget

• Easy

Negatives

• Reorder / Changing content is fraught with peril

• Limited safeguards against over/miss-communicating


Traffic Cop

Positives

• Control Cadence

• Control Priority

• Add content

• Add/remove leads from nurture

Negatives

• Advanced knowledge required

• Daunting to change or update


Why a Nurture Module?

• Enable people to “Do” nurturing

• Easy

• Purpose-built module

• No advanced Marketo knowledge required

• Measure results, ROI and justify marketing spend

• Focus on content, not programming

• No more Traffic Cop


Engagement Program Packaging

• Spark/Standard

o 4 Programs/1 Stream each program

o Add-on option for Standard available

• Not included

o Multiple streams per program

o Engagement score trending data

o Communication Limits


Things to consider before getting started

• Who are you nurturing?

o Persona based (title, job function, etc.)

o Product based (product a, b, c, etc.)

o Industry/Segment (Job Title, etc.)

• What type of nurturing are you doing?

• Behavioral (ex: buying stage, trial/evaluation) –changes based on response

• Drip – same emails going out regardless of response

• Keep in Touch – similar to Drip but intent is to have continuous touches to remind audience you are there


Engagement Program Overview

• New type of program with “brains”

• Stream sends content based on:

• Cadence

• Priority

• Availability

• Whether or not the lead has received the content

• Dashboard – Is nurture working?

• Operational metrics

• Engagement Score


Engagement Program & Streams

Overview


Engagement Program

• New Program Type - Engagement

• System generated channel “Nurture” or “Engagement Nurture”

• Custom channels and program statuses

oConsider “active” versus “engaged”


Features – Spark & Standard


Engagement Program – Set Stream Cadence

• Daily

• Tuesday

• Tuesday, Thursday

• Weekly

• 1x week

• Every 2 weeks

• Monthly

• First Tuesday

• Day of the month (15th)


Engagement Program Status

• Allows you to turn on/off the Engagement Program

• ON – leads will receive active content in a stream based on cadence

• OFF – leads will not receive any content, period

o Leads will transition between streams

• Program Status - Under Program Setup

• Turn on the program when you are ready to go –it’s one click

• Run into a problem? No problem, just turn it “off”

• No campaign deactivation required


Add leads to Engagement Program


Leads in Programs & Streams


Engagement Program Flow Actions


New Flow Actions

• Add to Engagement Program

• Program

• Stream

• Add Choice

• Change Engagement Program Cadence

• Pause

• Normal

• Change Engagement Program Stream

• Stream #


Flow: Add Leads to Engagement Program

• Leads don’t automatically get added to an engagement program

• Requires separate campaigns for

• Initial add to nurture (Batch)

• Ongoing add to nurture (Trigger)

• Use the new flow “Add to Engagement Program”


Flows: Add Leads to Engagement Program

• If you use the Change Program Status (aka Change Progression Status) to add leads to a Stream, they go to the default Stream (left-most)

• If you add leads using the Change Engagement Program Cadence, they will go the default Stream (left-most)


New Flow Actions

• Add to Engagement Program

• Program

• Stream

• Add Choice

• Change Engagement Program Cadence

• Pause

• Normal


Change Engagement Program Cadence

• “Pause” leads in the engagement program

• Leads remain in the Stream but don’t go through the cast (e.g. receive content)

• Pause nurturing when lead becomes an Opportunity

• Move lead to new program when become a customer (rather than new Stream)

• Flow Action “Change Engagement Program Cadence”

• Normal (default) – in Stream and receiving content

• Paused – in Stream and not receiving content


Engagement Program Content


Engagement Content

• Content can be:

• Emails (local emails, global)

• Programs/Events (local programs possible in Engagement program only)

• Add content to a Stream via

• Drag n’ drop

• (+) icon at the top of the Stream


Engagement Emails

• Emails

• Local asset engagement program emails

• Emails in the Design Studio

• Emails in other programs

• Email will never be sent to a lead more than once inside the engagement program

• If the email was sent out before, and it’s the same email (not a clone), then the system will honor this and not send it out again once added to a Stream


When to use Programs?

• Programs are containers for all the assets that can be tokenized and cloned

• Programs allow you to run parallel workflows (e.g. run a webinar)

• Reference outside programs when you want greater control of who should receive the content or not

• Use local asset programs when only used for nurturing


Adding Programs into a Stream

• Drag n’ drop the campaign (in the program) that the stream will manage, OR

• Drag the event/program to the stream and select the campaign, OR

• Use the + sign at the top of the stream to add• Campaign Smart List MUST contain:

• Filter: Member of Engagement Program• Additional filters can apply however is lead is filtered

out, they will not receive content during the cast• No Triggers allowed

• Schedule Tab• No need to schedule the campaign for the engagement

program to run


Engagement Programs

• If you have an outside program, and you add it to an engagement program• Leads who are members of that program, will not run

through it again• If you are not a member of the program but did receive the

email that is sent in the program, the lead will get it again• Program is local to the engagement program

• If the lead has run through the program they will not run through it again

• If you use the program in another engagement program, the lead might run through it via that engagement program

• Best Practice – use program statuses to capture membership which will prevent them from getting it in this case


Content Priority

• Set priority of content via drag n’ drop to desired order

• When you change the order, the system will send next highest priority piece of content that the lead has not yet received

• Priority of content can be changed at any time and new priority will be reflected in next cast

• New content can be added at any time, and will be sent out if activated, in next cast

*Note: Changes to priority or new content added when the cast has begun will be reflected in the next cast!


Engagement Content – Email Statuses

• Email icon in the Stream will change if:

• Approved/Approved with Draft

• Not Approved

• Scheduled in future

• Scheduled current

• Approved activated


Engagement Content – Activate/Deactivate

• Activate/Deactivate Content

• Activate content when it’s ready to be sent out via a “Cast”

• Deactivated content will not be sent via a “Cast”

• Email must be approved


Engagement Content – Edit Availability

• Set the start/end date for a piece of content

• Email must be approved

• When remove date, content becomes deactivated

• If past date range, content becomes deactivated


Engagement Content – Archiving Content

• Archive –preserve the metrics but remove from the Stream

• Show/Hide Archived Content


Engagement Content – Program Statuses

• Programs

• No “states” to the icon

• Yellow warning icon something is wrong in the smart campaign selected

o Trigger included

o No filter included

o Error in the campaign


Viewing Engagement Program Members

• Leads who are added to a Stream automatically become “members” of the Engagement Program

• Control statuses using Change Program Status

• New program fields only in the engagement program

• Engagement Program Stream – Stream name

• Engagement Program Cadence – paused or normal (default)

• Exhausted Content – yes or no

• If columns not visible in grid, edit the default view of the grid to add them


Exhausted Content Use Cases

• Exhausted Content – there are leads in a stream and there is no more content for them to receive after the last cast

• Use Cases• You are continuously adding new content to your

stream, and you welcome the notifications after every cast, that tell you how many leads are exhausted

• Leads will receive all the content in a stream and I don’t plan on adding any additional content, ever

• I want to move leads to a new engagement program when they have exhausted content


Exhausted Content

• Exhausted Content calculated after each cast only

• If a lead is exhausted we set the Exhausted Content flag to “true”

• When activated or schedule content is added to a Stream, and leads are exhausted, we clear the red flag at the bottom of the stream

• After the next cast, we recalculate

• Can I trigger off of Exhausted?

• Not yet - run a batch campaign using Member of Engagement Program filter with constraint “exhausted”


Exhausted Content

• Can I ignore Exhausted Content?

• YES, you can turn the notifications on/off!


Exhausted Content Notification

(Notifications tab in product)


Exhausted Content Email


Filters & Triggers

• Triggers • Added to Engagement Program• Engagement Program Cadence Changes• Engagement Program Stream Changes

• Filters• Was Added to Engagement Program• Engagement Program Stream Changed• Engagement Program Cadence Changed

• Member of Engagement Program• Constraint: Exhausted Leads


Testing Streams

• Allows for testing once you have a cadence set and leads flowing through your streams

• Select the email of a test lead, click Run Cast


Stream Metrics


Stream Metrics

• Multiple Views

• Content (Default)

• Leads

• Engagement


Stream Metrics - Leads

• All Cast – all time number of leads who have received the content

• Last Cast – number of leads who received the content in the last cast

• Leads in Stream – total

• Total across all content

• All Casts

• Last Cast


Stream Metrics - Engagement

• Content

• Engagement Score per content

• Unsubscribe % - for this email in this Stream

• Stream Engagement –average

• Stream Unsubscribe -average


Engagement Score

How well are leads in the Stream engaging with your content?


Engagement Score

• Good versus Bad

• Email

o Open rates

o Click through rates

o Unsubscribe rates

• Program success

• Good content – score of 50

• Secret sauce: mathematics around the curve

• Score is subject to updates


Thank you!

customer engagement engine for spark and standard editions

Technology